Trust is associated with everyday human to human relationships, however, it is easier to gain trust one-to one than it is for brands and retailers to win the trust of consumers. The key is for trust to be fully embedded within the DNA of the business; The people, product, service, store environments and all other aspects of the organisation. As consumers return to stores trust will become more important than ever, as if it is lost consumers may never return.
As we emerge from lockdown, brands and retailers who have demonstrated the below will have helped to instil trust in consumers:
- Been honourable towards suppliers
- Looked after employees welfare and safety
- Been flexible with sales and returns
- Made required changes to operations without cutting corners
- Where stores are trading provided a clean, safe environment for staff and shoppers.
Some brands and retailers are already well known for having trust inherently within their brand DNA, but as consumers return to stores it is essential to deliver upon this trust and maintain brand loyalty.
Delivering changes required as stores open is costly, and a greater financial challenge when many brands and retailers have been hit hard by the pandemic. But not cutting corners, investing in winning consumer trust and building brand loyalty could be the difference between success and failure.
Actions speak louder than words, and to win consumers trust they need to see brands delivering what they need across all channels, and most importantly right now within physical space.